Hawthorn is now leveraging automation and its single view of the customer to enhance member engagement. For example, it is using Marketing Cloud to automate communications like welcome journeys for those who sign up to become a member.
In the past, these emails were sent manually once or twice a week which meant someone might sign up on a Friday and not receive any communication until the following Tuesday. Now, new members receive an email right away which welcomes them into the Hawthorn family.
Hawthorn is working on additional journeys to welcome other new contacts, such as those who sign up to its newsletter. It is also automating operational emails related to merchandising and payments.
“Our focus has been on automating the communications that were taking up a lot of our time and we now have a foundation in place to work on the more exciting aspects of engaging with members,” said Westaway.
Improving the timeliness of communication is a priority. This includes making information available to people when they want it as well as driving them to consume information at key moments. For example, with match day ticketing information, Hawthorn will be able to send members personalised offers as they are sitting in the stand. More timely, personalised communications such as these will not only lift engagement, but open up new commercial opportunities for the club and its sponsors.
Meanwhile, Szabo said that the biggest benefit of Salesforce so far is the efficiency it has created for the team. “Salesforce is revolutionising how we work and has given everyone access to the same data which is huge. Our ambition is to now use that data to talk to our members and fans in real-time.”